TIKTOK VIRAL BEAUTY TRENDS + PRODUCTS
August, 2023
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12.08.2022
VIRALMOMENT
TikTok's most popular beauty products are fueled by massive trends that drive outsized demand.
AI Intelligence solution, ViralMoment watches hundreds of thousands of videos so that industry decision-makers know exactly what is trending, which products are used, and what is mentioned in videos - at scale. Additionaly, ViralMoment's AI chatbot, Clue, can be used to ask questions and save users thousands of hours to see whats moving the needle on social in beauty in an instant.
As we wrap up our summer, beauty trends are making cult-favorite products go viral. Let's dive in!
Strawberry Makeup
Rice Water Skin
7 Toner Method
Trend One: Strawberry Makeup
Fruit girl summer's star
A juicier refresh on last year’s #coastalgrandma, summer fruit aesthetic trends have been riding high, amassing viewership on fruit-specific hashtags like:
It’s no surprise that beauty and retail brands are keeping their eyes – and kiwis and mangoes (…sorry) – peeled. L’Officiel Fashion goes as far as to break down the food-inspired fashion aesthetics by literal FRUIT TYPE to signify a PERSONALITY TYPE and create vibe-inspired collections..
💡 Once Hailey Bieber, queen of food-titled makeup aesthetics, posted her own take on the trend with #strawberrygirl makeup – it eclipsed all the above fruit girls at 42.6M views, and #strawberrymakeup with 37.5M views.
#strawberrymakeup is just taking off. Expect food-aesthetic themes to stick around, and to lean towards fall vibes (#picklegirl is officially now a thing).
ViralMoment's AI watched all of the Strawberry Girl videos on social . Here are the biggest products we saw in videos driving the trend:
#strawberrymakeup interest over time
#tomatogirls – 21.0M views
#fruitgirl – 23.5M views
#cherrygirl – 27.5M views
Most
Popular
Fastest growing
Berry Freckled Pen
Glazing Milk
Liquid Lip Blush
Rhode Skin
Benefit Cosmetics
Beauble&Rudi
Flirty freckles are a summer essential, and this pen promises natural looking sun kissed freckles.
$22, Beaubble.com
#berryfrecklepen 24.5k views
Glowy, dewy skin with a red undertone is key to getting the Strawberry girl look.
$29, Rhodeskin.com
#glazingmilk 1.3M views
Glowy, dewy skin with a red undertone is key to getting the Strawberry girl look.
$21, Benefitcosmetics.com
#benetint 345M views
Trend Two: 7 Toner Method
More is more when it comes to toner
The Korean beauty layering method has blown up this summer, with creators sharing that it is the best shot you have at looking like a baby dolphin. The method includes layering toners and essences to flood your skin and to keep it plump and hydrated.
We all know that skin routine videos are addictive, and there is a huge hunger and opportunity for variations, hacks, and new routine methods.
💡 @ashleysmixon, @yurileeeee (Skinfluencer), @skincare.ninja and @sarahpalmyra have all played a part in popularizing the trend.
We used ViralMoment's AI to watch all the 7 Toner Method videos on social video - here are the biggest products driving the trend.
#7tonermethod interest over time
#skinflooding – 37.6M views
#7skinmethod – 9.1M views
Heartleaf 77%
Anua
This toner is a popular early step for skinfluencers using the method. Creators love its soothing properties.
$20, Stylevana.com
#anuaheartleaf 763K views
Most
Popular
Snail Mucin Essence
COSRX
Already a cult fave, the 7 Layer Method is driving additional demand and fandom for Snail Mucin.
$25, Ulta.com
#snailmucin 479M views
Ginseng Essence Water
Beauty of Joseon
Fans swear that this product helps their skin retain more water. It is ALL about hydration.
$18, Stylevana.com
#ginsengessencewater 4.6M views
Trend Three: Rice Water Skin
If you are going to 7 layer... one of those layers is rice
In our quest to look like hot glazed donuts right off the line, the beauty world has embraced rice as a key ingredient. TikTokers have a deep appreciation for Korean skincare, and rice's affordability makes it a common ingredient associated with plump, glassy, hydrated skin.
#ricewaterskin interest over time
#ricewaterskin – 33.9M views
#ricewaterforskin – 58.9M views
Users notice that using so many toners gets expensive - fast. They are racing through product. This has driven the rice water skin method conversation back to the forefront - DIY rice water is almost free. There are several sounds and videos associated with how scary it is to blow through expensive product quickly.
We used ViralMoment's AI to watch all the Rice Water Skin videos on social video - here are the biggest products driving the trend.
Most
Popular
By 300%
Rice Water
Homemade
DIY rice water is far and away more popular on TikTok than any rice product. "The secret to glass skin".
Homemade
#ricewater 818M views
Rice Toner
Im From
A hydrating milky essence toner, this product has a longstanding cult following.
$20, Amazon.com
#imfromricetoner 29M views
Rice Water Bright
The Face Shop
Rice Water Bright is a staple for in-the-know skinfluencers who love to use it when double cleansing.
$8, Stylevana.com
#ricewaterbright 930.7K views
Trend Four: Hair Bond Repair Routine
Science-backed routines for your healthy hair era
We've all suffered from short, thinning, dry damaged hair. New routine's promise healthier locks. Much like the skin cycling trend taught us how to balance and layer skin products, emerging bond repair routines tout different ways to layer repairing hair care products for optimal hair-health.
#bondrepair interest over time
#bondrepair – 250.9M views
#bondrepairtreatment – 19M views
💡 @abbeyyung and @alexandrarriaga are hair influencers responsible for explaining the science behind some of the more complex bond-repair routines.
TikTok darling @alixearle often calls out her hair's need for help, and has partnered with L'Oreal Ever Pure.
We used ViralMoment's AI to watch all the Bonding Routine videos on social video - here are the biggest products we see in-video driving the trend:
Molecular Repair Mask
K-18
The hot topic for K-18 videos is HOW to use it correctly and effectively. Apparently we're all doing it wrong.
$30, Sephora.com
#K18 354.5M views
Most
Popular
By 150%
Ever Pure Bonding
Acidic Bonding
L'Oreal
Redken
This product is THE bonding dupe.
TikTok creators call it amazing at keeping up with salon alternatives.
$9, Target.com
#imfromricetoner 29M views
Expert influencers hype this leave in-treatment as a near instant fix for damaged, brittle hair.
$32, Ulta.com
#acidicbondingconcentrate 844.3M views
Trend Five: Streaming vs. Flooding
Skincare minimalists and maximalists sound off
TikTok skincare enthusiasts are all about the commitment to the game – whether you’re the type to do the least – or the most. Two distinct camps have emerged. “Skin Streaming” is all about efficiency, and targeting focus areas quickly with as few products as possible. “Skin Flooding” is on the other side of the spectrum, calling for multi-product layering that creates moisture to the max.
#skinstreaming interest over time
#skinstreaming – 29.0M views
#skinflooding – 44.5M views
User needs will depend on personality type just as much as skin type. For the girlies on the go, streaming products are likely to be the go-to. And for those in search of indulgence (and potentially with more time and $$$ to spend on beauty) – flooding is the name of the game.
We used ViralMoment's AI to watch all the Skin Flooding & Streaming videos on social video - here are the biggest products we see in-video driving the trend:
Evercalm
REN
Products across the Evercalm line are formulated to target sensitive skin. We're even seeing it on Revolve!
$55, Sephora
#evercalm 6.4M views
Advanced Night Repair
Estee Lauder
Hyaluronic acid is a staple of Skin Flooding – commonly Estee Lauder's Advanced Night Repair.
$85, Nordstrom
#hyaluronicacid 1.9B views
Most
Popular
UV Clear Sunscreen
EltaMD
A Skin Streaming fan favorite – this sunscreen provides hydration, SPF protection, and tinted coverage.
$38, Bluemercury
#eltamdsunscreen 14.1M views
Trend Six: Glass Skin
Shiny skin comes back around like a record baby
If you thought that looking like a "Glazed Donut" was over, it never left - and its back in the spotlight as glass skin. Shiny, clear glass skin is gorgeous on TikTok. For those that have been blessed to achieve the complexion needed to look like a window pane, why not show it off with slick shine?
#glassskin interest over time
#glassskin – 88M views
As one TikTok creator commented, "You know your skin is fire when you see the reflection of your earrings on your cheeks".
💡 Hailey Bieber may be the face that launched a thousand trends. She filmed a get ready with me video using the Medi Cube device. Other influencers @glowwithava and @marta.losito have also recently shared videos about how effective it is.
We used ViralMoment's AI to watch all the Glass Skin videos on social video - here are the biggest products we see in-video driving the trend:
Fastest
Growing
Medicube
This device has been a cult favorite for derms in-the-know for awhile. Its hitting the mainstream.
$280, Medicube
#medicube 100M views
Hyaluronic Acid 2% + B5
The Ordinary
Glass skin routines almost always feature a Hyaluronic Acid. Our computer vision picked up The Ordinary most frequently.
$8.90, Sephora
#hyaluronicacid 1.9B views
Purifying Foaming Cleanser
La Roche-Posay
Glass skin accentuates clear skin. This purifying cleanser is at an accessible price point and is widespread.
$18.99, Ulta
#larocheposay 5.7B views
ABOUT VIRALMOMENT
Teams spend countless hours watching thousands of videos on social and ultimately never see trends past the algorithm fog. ViralMoment's AI is the only tool that watches the full content of videos to inform what's going on in the world of social and how long it will last.
Tap into ViralMoment's AI dashboards to stay up to date on emerging trends, what products are used in videos, and which influencers are driving demand.
For more info, book a demo or drop Founder and CEO Chelsie Hall a line at hello@viralmoment.com.
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